Palo Alto council gives nod to grocer's tall sign

Over the objections of some residents, the Palo Alto City Council gave Grocery Outlet permission Monday to put up a 26-foot-tall sign at Alma Village.

The extreme value grocer has signed on to take over space previously occupied by Miki's Farm Fresh Market at 3445 Alma St. Vice president of real estate Marc Drasin said the sign would make or break the deal.

"We understand that Miki's failed for a number of reasons. One of the reasons was signage," Drasin told council members. "It is our opinion that we need better signage than what Miki's had."

The sign would jut from the side of the building and spell out the market's name in vertical, illuminated letters.

The Architectural Review Board actually approved the sign in November, but Sheri Furman, president of the Midtown Residents Association, filed an appeal after fielding complaints from residents

Furman said residents were opposed to the size of the sign, not the type of grocery store moving into Alma Village. At 91 square feet, the sign is more than 30 times larger than what would typically be allowed.

"None of their other stores require such huge signage," Furman told council members. "To say that Grocery Outlet won't move in without this sign, it's more than coercion. I don't like the implication and neither should you."

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The city council struggled with how to rule on the appeal, ultimately voting 6-3 to allow the sign. For the majority, the decision came down to keeping a market at a site where one is needed but several have failed.

"I understand the strong feelings about having a sign, but at the same time, there have been really strong feelings in this neighborhood about being able to walk to a grocery store," said Council Member Liz Kniss.

Alma Village developer John McNellis said Grocery Outlet was the only market he could convince to fill the 18,000-square-foot space previously occupied by Miki's Farm Fresh Market.

"I have quite literally gone from A to Z," McNellis said. "I've spoken to every market from Andronico's to Zanotto's. I have no other market."

But for Council Member Karen Holman, the sign was simply too big. She also cast doubt on how significant it would be to Grocery Outlet's success.

"It seems to me that marketing is much more important," said Holman, adding that she has 30 years of experience in the field. "If the marketing is done well, people will find the store."

Council members Gail Price and Greg Schmid joined Holman in supporting Furman's appeal.

The sign wasn't universally abhorred by the public.

"If we want to have a successful business there, maybe it's time to make sure that people do know that it's there," said Trina Lovercheck, a resident of the Barron Park neighborhood. "I don't think approving this sign is going to be the demise of Palo Alto as we know it."